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Managing Marketing Information to Gain Customer Insights - Coggle Diagram
Managing Marketing Information to Gain Customer Insights
analyze and use marketing information
Customer Relationship Management (C R M)
marketing research process
Implementing the research plan
Interpreting and reporting the findings.
Developing the research plan for collecting information
Defining the problem and research objectives
Developing Marketing Information
Marketing intelligence
to improve strategic decision making
can help marketers gain insights
Marketing research
systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization
Internal data
may be incomplete or in the wrong form
more quickly and cheaply than other information
Marketing Information and Customer Insights
Customer insights
marketing information system
assess information needs
develop needed information
helps users to analyze and use the information to develop customer insights
Big data
marketing research
Primary Data Collection - research approaches
Survey research
Experimental research
Ethnographic research
Observational research
Contact Methods
Mail, telephone, and personal interviewing
Focus Group Interviewing
Online marketing research
Problem and Research Objectives
Descriptive research
Causal research
Exploratory research